APL press work for Interflora concentrates on emotions not flowers

Ammirati Puris Lintas has created a press campaign that does not feature flowers to celebrate Interflora’s 75th anniversary.

Ammirati Puris Lintas has created a press campaign that does not

feature flowers to celebrate Interflora’s 75th anniversary.



The campaign is targeted at existing and potential customers. Each

execution focuses on emotions rather than showing the more obvious

bouquets.



One ad shows a photo of a couple torn in half, then stuck back

together.



The accompanying text reads: ’Sorry?’ At the bottom of the ad is the

endline which features on all the ads: ’If you feel it, we can express

it.’



A second execution shows three sentences made up of children’s building

blocks: ’You missed her first words. You missed her first steps. You

missed her first party.’ Underneath is the question: ’Guilty?’



A third execution shows a ripped-up learner driver plate accompanied by

the question: ’Chuffed?’



The ads were created at APL by the head of art, Peter Harold, and the

copywriter, Justin Rogers, alongside the creative team, Sarah Naughton

and Michelle Stewart. Media planning and buying is through APL.



The campaign breaks next week in national daily and weekend

newspapers.



In January, APL will launch a TV campaign which will be supported by a

variety of media including in-store posters, radio and other local store

marketing material.



Howard Park, Interflora’s head of communication, said: ’The campaign

researched extremely well with our customers, striking a real chord.

However, our important secondary objective is to motivate our member

florists and, despite not showing flowers, this advertising was

enthusiastically received at our annual conference.’



Susanna Hailstone, the APL board account director, said: ’The

appropriate creative expression of people’s feelings is at the heart of

Interflora, hence us focusing on emotions rather than the arrangements

themselves.’



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